tombola’s sponsorship of
I'M A CELEB
WHAT WE WERE ASKED TO DO
WHAT WE WERE ASKED TO DO
Tombola, the UK’s biggest online bingo brand had two major announcements to land at once: a seventh consecutive year sponsoring I’m a Celebrity and the launch of a brand-new mobile game ‘Bug Match’.
Our ask was to build an experience that made both moments count - getting the public and media excited about Tombola's biggest partnership and its newest product in a single, unified push.
Tombola, the UK’s biggest online bingo brand had two major announcements to land at once: a seventh consecutive year sponsoring I’m a Celebrity and the launch of a brand-new mobile game ‘Bug Match’.
Our ask was to build an experience that made both moments count - getting the public and media excited about Tombola's biggest partnership and its newest product in a single, unified push.
HOW WE DID IT
HOW WE DID IT
We took over Outernet in London and created the 'Tombola Critter Challenge', a one-of-a-kind augmented reality and sensory ‘mystery box’ experience. A Bushtucker Trial for generation-AI if you like.
We tested jungle royalty Phil Tufnell, Vicky Pattison, Joe Swash and Scarlette Douglas to see if they've still got what it takes to tackle the unknown. Hooked up to polygraph machines they were the first to try out our AR experience before opening to the masses.
We took over Outernet in London and created the 'Tombola Critter Challenge', a one-of-a-kind augmented reality and sensory ‘mystery box’ experience. A Bushtucker Trial for generation-AI if you like.
We tested jungle royalty Phil Tufnell, Vicky Pattison, Joe Swash and Scarlette Douglas to see if they've still got what it takes to tackle the unknown. Hooked up to polygraph machines they were the first to try out our AR experience before opening to the masses.
thE NOISE WE MADE
thE NOISE WE MADE
We packaged all of this together to make one heck of a racket!
We packaged all of this together to make one heck of a racket!
+100
Pieces of coverage
+100
Pieces of coverage
+400
Brand mentions
+400
Brand mentions
3%
Average engagement rate
3%
Average engagement rate
5%
Spike in unique daily players
5%
Spike in unique daily players
let's get
LOUD TOGETHER
Unit 2, Benwell Studios,
11-13 Benwell Road, London, N7 7BL
© 2026
let's get
LOUD TOGETHER
Unit 2, Benwell Studios,
11-13 Benwell Road, London, N7 7BL
© 2026
let's get
LOUD TOGETHER
Unit 2, Benwell Studios,
11-13 Benwell Road, London, N7 7BL
© 2026